Redesigning PSNI’s Website to Lead in Digital Strategy
The Problem
The Police Service of Northern Ireland (PSNI) wanted to lead the UK and Ireland in digital strategy. Their website needed to move beyond static content to become a citizen-focused platform, enabling services like crime reporting, improving accessibility, and strengthening engagement with the public.
The Idea
We partnered with PSNI’s brand and development teams to create a user-centred design strategy. Research and testing underpinned every decision:
Desk research and audits of the existing site
Online surveys and on-site visits to gather real insights
Persona creation and user journey mapping
Card sorting and user testing to refine information architecture and content language
Content creation workshops and visual design iterations aligned with accessibility and user needs
Weekly collaboration with PSNI and external partners ensured the process was flexible, transparent, and aligned with their vision of a safe, confident, and peaceful Northern Ireland.
It [the site] already has met or exceeded all of its identified KPIs. Ideas + Outcomes’ role in helping us to fully understand customer and user needs, and working alongside our various partners was central in achieving this.
- Liz Young, Head of Corporate Comms, PSNI
The Outcome
The new PSNI website transformed digital policing:
645% increase in online reporting (from 37 to 239 per month)
466% increase in average daily sessions (from 1,200 to 5,600)
1.7m page views in a single year
Multi-award-winning site recognised across the industry
Increase in online reporting from 37 per month to 239 per month
Increase in average daily sessions from 1200 to 5600
Page views in one year
FAQs
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What challenge did PSNI face with its digital presence?
Their old site was static and limited. They needed a citizen-focused platform to support services like crime reporting and public engagement.
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How did Ideas + Outcomes redesign PSNI’s website?
Through research, user testing, persona creation, card sorting, workshops, and visual design aligned with accessibility standards.
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What measurable results did the new website achieve?
A 645% increase in online reporting, 466% growth in daily sessions, 1.7m page views in one year, and multiple awards.
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How was collaboration managed during the project?
Weekly workshops with PSNI and partners ensured transparency, alignment, and flexibility throughout delivery.